Piano Academy 2023 key points
Organized by Piano on November 15 and 16, 2023, the Piano Academy provided an opportunity to discover the user community and the latest innovations in the company’s various solutions, including Piano Analytics, a Digital Analytics solution, of which Optimal Ways is a partner (formerly AT Internet).
Here are the main conclusions we drew from these two days.
Nick Worth (COO of Piano) began the day by sharing his vision for the company’s evolution, stating that “Where Piano comes to life is in what you built with it.” For example, the BBC has realigned the objectives of its entire organization around engagement time, a simple and powerful metric. The Les Echos – Le Parisien group has set up indicators to identify fraud with account sharing, as well as business customers who need to take out additional subscriptions.
Mo Allibhai (AdTech Research Lead at Forrester) then talked about his experiences of the different typologies of “bad ads”, which pose both usability risks (such as interrupted browsing and loading times) and security risks (theft of personal data and execution of a malicious script). One of the key lessons of this session is that unscrupulous players are hijacking the Adtech ecosystem for their own profit and to the danger for our security.
According to The Shift Project, the digital sector will account for 8% of global CO2 emissions by 2025. There is currently an evolution in the market, with greater awareness of privacy and climate change issues, as well as greater pressure from regulators and users.
The round table concluded with the benefits of data minimization, which reduces analysis time, costs, carbon impact and user expectations of privacy.
A remarkable story of a newspaper born a month after Russian troops invaded Ukraine, in November 2021. With the start of the war, the newspaper went from 30,000 followers on X (formally Twitter) to 2 million today. The newspaper enjoys considerable media exposure: Olga was the first Ukrainian woman to appear on the cover of Time Magazine:
The day began with a presentation of the roadmap by Cédric Ferreira (CPO of Piano Analytics) including all the latest news:
- Piano Tutor, introduced by Trevor Kaufman (CEO of Piano), an internal AI that provides information on the use of the platform. The tool, which has been in place for a year now, is designed to provide quality support for Piano Analytics users.
- Source groups, introduced by Victor Martorello (PM & Data Protection Expert at Piano Analytics), is a highly sought-after feature, especially for traffic managers. It enables the creation of customized source groups directly on the interface, to refine the analysis of a website’s acquisition sources.
- Measurements: this feature will enable data from other partners to be retroactively imported into the Piano Analytics interface, and then cross-referenced with data collected on the website.
- Workspaces, introduced by Mélanie Claisse (Senior PM at Piano Analytics), allows you to create reports and group them into “boards” with different visualization options. The aim is to simplify data visualization on the interface for platform users.
After the presentation, we attended a conference presented by David Housden and Daniel Ockerby from Media Inventory team at BBC. David explained how Piano Analytics helped them to measure BBC user engagement and conversion.
Finally, we attended a conference by Jérémy Lacoste (Head of Acquisition, Web Analyse and CRM Marketing at Meilleurtaux). On the menu was an exploration of the delicate issue of measuring attribution between SEO and SEA.
The questioning of the attribution model, especially the last-click model adopted by Piano Analytics, was highlighted. As a result, it is even more important to analyze the intermediate stages (or touchpoints) of the user journey.
In summary, the conference offered valuable insights into optimizing the performance of each marketing channel, with reflections on overall net margin, the impact of direct traffic, and the importance of avoiding abrupt stops in media investment strategy.
And let’s not forget:
Qui va Piano, va sano!
You can read the full article here.